Firehouse Subs owner will treat firefighters during holidays

View full sizeJim Sherman is proud of the "Freestyle" Coca-Cola machine he recently added at the Grelot Road Firehouse Subs store to give customers more options and convenience in choosing their beverages. (Christie Lovvorn/Press-Register Correspondent)

MOBILE, Alabama — After a 20-year career in the U.S. Coast Guard, Jim Sherman retired, and 51/2 years ago, he became the owner of Firehouse Subs at 6300 Grelot Road.

"As a customer, I enjoyed the food and sat at the counter here a couple of times a week," Sherman said. "So I called Firehouse and asked how to get involved and they put me on the path to ownership."

Sherman likes all of the sandwiches except the "engineer," which has mushrooms. His store's best seller is the "hook and ladder," which has turkey, ham and Monterey jack cheese.

Since Sherman took over, the store's profits have increased 130 percent, he said, and he has had excellent employee retention.

One of his achievements as a franchise is his record of community involvement. In October's "safety month" campaign, Firehouse sent cards home with schoolchildren reminding parents to check their smoke detectors.

"For the schools with the highest percentage of completed and returned cards, we give them a free kids' meal and make a presentation at the school," said Sherman. "One of the rewards of being a franchisee is that we get to give back to the community."

This Christmas will mark the fifth year that Sherman and an army of volunteers made of family, friends, teachers and customers will feed all the on-duty men and women at area firehouses on Christmas Eve and Christmas Day.

Sherman credits his two daughters, now 15 and 13, with spearheading the idea. Last year's outreach included 32 different locations, all the way to Saraland, Satsuma and Bayou La Batre. Along with the meals, Sherman and the others deliver cards made by local schoolchildren.

Sherman's efforts have attracted corporate attention. At the July Firehouse Subs "Family Reunion" of franchisees and managers in Orlando, they presented Sherman with the "People and Culture" award.

He was only one of 10 award recipients out of more than 1,000 attendees from around the country.

"I was shocked," Sherman said of the honor. "Getting something like this, people noticing your efforts, it's very rewarding."

"The People and Culture Award recognizes members of the Firehouse Subs family who exemplify the culture and values of the brand. As we grow, we continue to remember the core values Firehouse Subs was founded on," said Firehouse Subs chief executive officer Don Fox.

"Jim Sherman is a great leader and role model," Fox said. "His hard work and dedication allowed him to revive a struggling restaurant in Mobile. The location is now one of our top performing stores. Jim proves that culture and personality can overcome other obstacles."

The values of the Firehouse Subs "pyramid of success" are "providing good customer service, a good environment for employees and being a role model for employees," Sherman said.

"I never ask an employee to do something I wouldn't do," he said. "I'm a role model and the way I treat customers, they pick up on it and do the same thing."

Sherman said he and his employees know most of their regular customers by name and often, the employees know their favorite sandwiches.

"I like it when people compliment us. Customer satisfaction is important," he said.

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This story was written by Christie Lovvorn, Press-Register Correspondent.